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BUS-303-20, Principles of Marketing (SP15)

INSTRUCTOR: Frank Romanoski

SCHEDULE/DAY/TIME: T2/Saturdays/12:00 PM to 2:45PM, 3/28/15 to 5/16/15

CONTENT:

Introduces the language of marketing and the strategic marketing process. While formulating viable marketing strategies for diverse business situations, students will gain experience gathering and analyzing industry and market data as well as implementing core marketing concepts such as market segmentation, targeting, positioning and the marketing mix in the formulation and implementation of real-life marketing strategies. The course culminates with student teams developing a marketing plan for a new product, service or retail establishment. [3 credits]

LEARNING OBJECTIVES:

The Learning Objectives for this course are:

  • Understanding the Marketing Process
  • Identify Customer need and wants
  • Define Ethical, Social and Environmental Responsibilities
  • Understand the Global Market Place
  • Understand Market Research and Segmentation
  • Understand Marketing 4 P’s

METHODS:  

Class discussion, Student papers and presentations, videos, Business current events articles

REQUIREMENTS AND ASSIGNMENTS: 

Grading will be based on Individual Student Assignments, Class Presentations and Discussions.  Course syllabus will identify specific points for each assignment and presentation.

REQUIRED TEXT(S) OR MATERIALS: 

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing (11th ed.). New York, NY: McGraw Hill Irwin.

RECOMMENDED READINGS OR MATERIALS: 

Wall Street Journal, Forbes, Fortune, Bloomberg/Business Week. Current events relating to business and marketing

READINGS AND/OR ASSIGNMENTS TO BE DONE PRIOR TO THE FIRST CLASS:

  • Read Chapters 1, 2 and 3 of Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing (11th ed.).

Bring in to class one current article (within the last 14days) relating to Marketing.  Suggested sources are: Wall Street Journal, Forbes, Fortune, The Economist, Bloomberg/Business Week